Content Strategy (Contact Page & Supporting Content)

Basis:

Uptown Mattress Direct is a luxury brand mattress liquidator, offering prices at 30, 50, and sometimes even 80% off. As a condition of their business model, they don’t post prices or brand names online. This content strategy is focused on driving conversions on the company’s unique contact page..

Contact Page Content Direction

What makes this contact page an interesting challenge (and a great opportunity) is rather than beginning the conversation in the typical way (email us, set appointment, etc.) we’re asking them to ask us for a price list. This is our pivotal step for converting the vast majority of leads to customers.

In order to do this, we could play into the secretive aspect of the business model. The title of the contact page morphs from the bland “Contact Us to Talk Today” to “Learn Our Secret for Low Prices.”

To add authenticity to our pitch, we’ll use a strong word – guarantee. We can guarantee a lower price on a luxury mattress, because many of our prices are always lower than competitors as their sales fluctuate while our low prices stay constant.

While we can’t use prices, we can use percentages to show how valuable your discounts are. There are also ways we can work in some brand names. For example, “Mattress outlet” is a keyword with great volume and a low difficulty score. While that may be because it is a company name, we can still use it as a phrase and get the SEO value, e.g. “the importance of finding a quality mattress outlet with the lowest prices…”

Overcoming Common Objections

The Common Questions

Our research shows the most common objections mattress and furniture buyers have before engaging include:

• What about spam?
• Is their delivery?
• What about financing?
• Who do you sell to?

We’ll address all four on page. Our no-spam guarantee is right before the sign-up box, and followed by a strong keyword (top brand luxury mattress) plus an example of our highest percentage discount. These two so close together could help move leads past their skepticism or hesitancy.

As for delivery and financing, we provide the details of both on page. We also answer the most common question we get, which is whether we sell to the public. We can also set ourselves up to use these concepts in future blogs or newsletters, with topics like:

“Why UMD Can Offer You Financing Even with No Credit”

“The Myth of “Free” Delivery, and Why UMD Still Offers the Best Price”

“Mattresses for All: What’s a Liquidator? Do You Sell to the Public?”

These topics and others can be discussed on our call, along with the keyword insights attached.

Skipping a Step

Some people who see our pitch understand it immediately, either on their own or by reading some of the many 5-star reviews Chris and the UMD group have gotten over the years. Because of this, they’re willing to skip the list and come straight to the showroom.

We mention that we only operate by appointment, and leave our schedule available onsite below the contact form.

Defining Cheap

We use a wide variety of keywords on a page with roughly 200 words total – this will generate us some great ranking results for density, and we hit the following keywords:

• cheap mattress
• top mattress brands
• best mattress deals
• top brand mattress
• luxury mattresses
• cheap luxury mattress

We want to be careful using the word “cheap.” While it’s a winner from an SEO perspective, we want to constantly emphasize the inventory is of the best quality. We use strong adjectives like “fresh” and “new,” which evoke the type of feeling a person wants in a mattress. We also mix in keywords like “top brand” and “luxury.”

Using Blogs, Email, and Social Media to Promote the CTA

Along with our email idea which we discussed on a previous call, we could use a series of blogs to promote this company’s fantastic deals through our unique CTA. The keywords below could work in various topics ranging from sleep benefits to furniture store trends to the importance of changing your mattress.

I found some great keywords with high search volume and low competition scores. In addition to performing topical keyword research around the short-term goal you mentioned to sell more double mattresses over the next two months, I used SERP analysis of the primary keyword to see what pieces were leading the industry.

At this time, the leading pieces were product pages resembling sales copy, sizing guides, and comparisons.

We can use this knowledge to launch a series of feature-heavy pieces that fall somewhere between shopping guides and comparison pieces – while sticking with a conversational tone to avoid being too promotional.

Note: All spreadsheets and similar files are processed from Mangools SEO & SEM toolkit. All products come with a standard Word doc detailing the metrics, and multiple topic ideas for each keyword.

With these insights, I’d suggest our campaign to move double mattresses should take priority for at least half of our bi-weekly blog schedule, 20-post per month social campaign, and monthly newsletter. This should help us reach the short-term goal and also push the long-term goal of website visits and conversions.

Update, two months later: We cross-checked this client’s results with a separate tool to show the accuracy of our strategy – looks like we hit our mark!

(These efforts helped the client secure a merger, and our winning approach was then adapted to the new company.)